On the Trail of Tom Cruise
The swarm intelligence of the fans will be used in crowdsourcing, open source projects and online experiments to offer new products and services. In addition, clubs will use data from shopping carts, wish lists, watch lists, previous orders and time spent on individual product pages in order to bring products to fans before they have even decided to order them. In his 2002 film Minority Report, Tom Cruise was on the right track when he arrested future murderers before they had even committed the crime. Amazon already uses predictive buying technologies to test product shipping prior to purchases. Customers simply need to return the goods if they decide they do not want them after all.
Superstars as a Critical Factor of Success
Cooperation of the clubs and their superstars will become a critical success factor in media work in the year 2025. While superstars used to smoke publicly and drink alcohol before lactate levels, adductor strain and counter pressing made their way into our football world, superstars in 2025 will become international digital brands with millions of social media fans. Their social acceptance will likely continue to be very high, despite their sky-high incomes. Much like movie stars and pop stars, they will serve as role models for the broad public and satisfy its craving for heroes. At the same time, they will represent the greatest assets on the balance sheets of their clubs and will be shareholders who demand to have a say. Some will have a much bigger fan base than their clubs and control access to their fans through their own communication channels. That will make it increasingly difficult for trainers and club presidents to explain to the public why a superstar is not in a game, despite having announced his readiness to play on Facebook.
Christiano Ronaldo was the first to reach more than a hundred million fans on Facebook. Interviews in 2025 may only be possible over proprietary media, which would mean the death of independent sports journalists in search of exclusive star stories. Other superstars will probably even hire their own teams of experienced journalists in 2025 who play exclusively on their own channels around the clock. The main challenge, then, for professional clubs will be to position their superstars in the scene in a way that promotes their mass appeal, but does not cause them to “lose” their club fans to the superstars.